Examining the Question-Behavior Effect Using the Implicit Association Test

The current research describes two experiments comparing dissonance reduction and self-concept activation as explanations for the question-behavior effect. Using the Implicit Association Test, we found in Experiment 1 that people making a self-prediction regarding a normative behavior (i.e., recycling) reveal increased levels of self-esteem and self-identity associated with the behavior (compared to a control group), but did not indicate increased positive attitudes toward recycling. Experiment 2 builds upon these results by manipulating self-esteem prior to making a self-prediction. Consistent with a self-concept activation hypothesis, participants showed increases in self-esteem and self-identity with recycling (the predicted behavior), but no increase in their positive attitude toward recycling.


Andrew Perkins, David Sprott, and Eric Spangenberg (2007) ,"Examining the Question-Behavior Effect Using the Implicit Association Test", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 539-545.


Andrew Perkins, Rice University, USA
David Sprott, Washington State University, USA
Eric Spangenberg, Washington State University, USA


NA - Advances in Consumer Research Volume 34 | 2007

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